Corporate Social Responsibility (CSR) can be defined as corporate activities that contribute to sustainable development and social well-being (Dahlsrud, 2008). Donation-linked activities in which a portion of the revenue is donated to the local community when consumers purchase products can be part of CSR activities (Folse, Niedrich, & Grau, 2010). Consumers now also want to consume "good" CSR activities, purchase "good" corporate products, and “reward” the companies engaged in CSR activities (Bhattacharya & Sen, 2004). Consequently, it is important that companies promote products that are associated with CSR so that consumers can identify the company is doing good (Lii & Lee, 2012). This is because CSR-related products can lead to consumers’ positive responses or evaluation (e.g. Brown & Dacin, 1997), high buying intentions (e.g. Mohr & Webb, 2005), and positive impact on brand attitude or brand equity (e.g. Hur, Kim, & Woo, 2014).

• Yehyeon Kwon(School of Business, Yonsei University, Republic of Korea)
• Dae Ryun Chang(School of Business, Yonsei University, Republic of Korea)
• Qurie Kim(Yonsei Business Research Institute, Republic of Korea)
• Hosun Lee(School of Business, Yonsei University, Republic of Korea)
• Jihee Woo(School of Business, Yonsei University, Republic of Korea)